These text comments capture a seller’s extraordinary evidence of goodwill behavior. Outstanding benevolence comments include (i) a genuine interest in buyers’ interests; (ii) proactively resolving customer problems, viewing problems as joint responsibilities and going beyond the call; (iii) taking initiatives for mutual benefit that exceed short-term profit expectations; and (iv) showing responsiveness and empathy to buyer concerns; and (v) and not exploiting buyers, even given the chance.